Case Study
CREATING CONSUMER-DRIVEN GROWTH IN THE HOUSEPLANTS INDUSTRY
Growth Strategy
We were hired to understand how consumers think about and “consume” houseplants starting with a deep emotional and psychological exploration of the category in the minds of the consumer. We then conducted a significant national quantitative consumer survey which formed the basis for an overall market segmentation. This lead to identification of the most attractive segments for growth and the development of full consumer personas for each target segment. This has lead to a sustained shift in the mindset as well as production strategy of the client resulting in new growth in previously stagnant segments.
Team
1 Project manager
1 Analyst
20 Weeks
Timeline
Project highlights
In-depth qualitative “mind of the consumer” research resulting in a holistic understanding of how consumers collectively view the category.
National quantitative usage and attitudes study resulting in quantifiable market map segmented based on dimensions which truly predict differential behavior with respect to purchase and use of houseplants.
Conducted series of facilitated strategy decision making meetings resulting in alignment on target segments for future investment and growth.
The Client
The client was a major grower and distributor of houseplants to supermarkets and big box stores. They had been a production and selling focused organizaiton facing headwinds with slowing growth and channel problems. They recognized a need to really understand consumers and to communicate with consumers in their own language. We were hired to take a segment-based approach to growing the market.
‘‘We always thought that Home Depot and Walmart were the customer. Now we really understand who the customer is – the end consumer, what their end-to-end experience is with our products, and how to better give them what they want. For people who love plants, we realize there are abundant opportunities for continued growth.’’
- Client.